WWF Audience Analysis

Donors are my target audience. I will refer to them as WWFs, or wealthy white folks.

The 32259 area is one of the wealthiest zip codes in Jacksonville, with an annual median income of over $100,000. They are well educated as 97% have graduated high school and 63% of those ages 35 to 44 have attained a bachelor’s degree. 53% of all ages in the 32259 zip code have attained a bachelor’s degree.

The majority of the people living in this area are older, over 40, overwhelmingly white (90%) and 84.5% are married. Single individuals are an extremely small minority in the 32259 zip code. Only 3% of those individuals are single men, and only 8% are single women. Even less of those single individuals have children under 18 years old, 1.9% of men and 5.5% of women.

99.7% of individuals in the 32259 zip code live in households, and only 4.3% live below the poverty level. Blacks are the biggest minority; however, they only make up 3.6% of the total population. Asians follow closely behind at 3.1% of the population.

There may be some misconceptions about how wealthy individuals, and families, spend their money. The drug fueled spending sprees depicted in movies such as the “Wolf of Wallstreet” do not accurately represent how the wealthy choose to spend their earnings. The information presented in the next two paragraphs is provided from research conducted in a 2018 study by eMarketer.

One of the several poles involved in the study found that half of the individuals who earn 100,000 or more often worry about their finances. Wealthy consumers are also just as likely to browse various retailers in order to find the best deal as non-affluent consumers are. Beyond housing, the biggest expense affluent consumers have is the purchase of vehicles. Whether that be cars, trucks, motorcycles, boats or even aircrafts.

One of the several key takeaways from this study is to understand that wealthy consumers are still very similar to regular consumers. The vast majority of wealthy consumers still work very hard for the money and will only spend it on things they feel will help them in some justifiable way. Affluent consumers are just as careful with their spending as non-afflent consumers. So, one should not approach wealthy marketing with any less consideration than low income consumer marketing. 

People who have acquired wealth are generally more intelligent than those who have not. Therefore, wealthy people are going to more skeptical of information that less wealthy people take in regularly. A wealthy individual’s primary source of information will mostly depend on age. However, we can assume that these wealthy individuals subscribe to news sources that update them on new technology, pertain to their multitude of hobbies, or that provide reporting on international subjects. Their secondary source of information would most likely be the opinions of their friends and family. This is because wealthy people are largely family-oriented, and many of them remain married until their twilight years.